"Stop your periods from messing with your head."
Australia’s reusable period underwear brand Modibodi is preventing period anxiety in a campaign via Fabric/TBWA.
The campaign is directed by photographer and filmmaker Lula Cucchiara.
“At Modibodi, we understand the mental load and quiet panic that often comes with the fear of leaks,” Modibodi marketing director Justine Cusack said.
“This campaign emphasises the sense of confidence and security our leak-proof protection brings—empowering our customers to go about their lives.”
88% of people who menstruate have experienced anxiety about leaking while nearly half say fear has stopped them from participating in everyday life, whether school, work, or social events, according to Modibodi’s 2021 global research.
3 in 4 menstruating Australian’s have felt period related fear, with leak anxiety named as the leading cause, according to YouGov 2022 research.
“Every woman knows that feeling, that flicker of panic, the instinctive check, the mental spiral,” Fabric/TBWA managing director Gemma Rees said.
“Lula helped us capture that exact emotional frequency and then flip it. It’s not just a product message.
“It’s a moment of truth reminding women they’re in control, that Modibodi has them covered.”
CREDITS:
Client: Modibodi
Agency: Fabric (part of the TBWA\Sydney Group)
Production Company: DIVISION
MD | Executive Producer: Genevieve Triquet
Executive Producer: Karen Bryson
Producer: Alex Cook
Director: Lula Cucchiara
DOP: Grégoire Lière
Editor: Kent Hau
Grade and Online: Fergus Rotherham
Sound: Beau Silvester
Music Composition: Otis Studios
